August 27, 1999: Apple Computer swaps out the striped, multicolored logo the company had used since 1977 for a new single-color version. The evolution of the iconic Apple logo from rainbow to monochrome shocks many longtime fans.
However, it is part of a sustained, company-wide overhaul led by Apple CEO Steve Jobs. The makeover includes new products, the “Think Different” ad campaign and, eventually, the removal of the word “Computer” from the company’s name.
August 26, 1991: In their first joint interview, Steve Jobs and Bill Gates trade barbs and debate “the future of the PC” in Fortune magazine.
The spirited discussion marks 10 years since the first IBM PC shipped. The piece also looks at what the future holds for both men — described as the former “boy wonders of computing, now thirtysomething.”
August 24, 2011: With his health worsening, a cancer-stricken Steve Jobs resigns from his role leading Apple. Tim Cook assumes the role of Apple’s seventh CEO.
“I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple’s CEO, I would be the first to let you know,” Jobs writes in his retirement letter to the Apple board. “Unfortunately that day has come.”
August 22, 2001: Apple takes home a technical Emmy Award for developing FireWire, the high-speed serial port that allows users to transfer data quickly between a Macintosh and another device, such as a digital camera.
“Apple enabled the desktop video revolution with its invention of FireWire,” says Jon Rubinstein, Apple’s senior vice president of hardware engineering, in a press release about the Emmy win.
FireWire plays a key role in Apple CEO Steve Jobs‘ “digital hub” strategy for the company. However, the technology’s origins go back much further than that.
August 17, 2012: Apple CEO Steve Jobs’ stolen iPad winds up in the hands of a clown called Kenny, who performs kids’ shows in the San Francisco Bay Area.
It’s a bizarre story all around, and fortunately winds up with the iPad being returned.
August 8, 1997: At Macworld Expo, Apple co-founder Steve Jobs introduces the world to the company’s new slogan, “Think different.” The catchy marketing reassures fans that Apple is exiting its mid-1990s dark age and once again making products customers will love.
It’s the beginning of Apple’s most iconic advertising campaign since the original “1984” Macintosh ad.
August 7, 2006: Apple unleashes the first Mac Pro, a high-end desktop computer that completes the company’s transition from PowerPC to Intel processors.
Built for computation-heavy tasks like 3D rendering and professional audio and video editing, the quad-core, 64-bit Mac Pro serves as a replacement for the Power Mac G5 (from which it borrows its aluminum “cheese grater” design).
August 6, 1997: In one of the most famous moments in Apple history, Steve Jobs reveals a $150 million Microsoft investment that saved his company from ruin.
Although often presented as an inexplicable gesture of good faith on the part of Microsoft boss Bill Gates, the cash infusion into Apple actually benefits both companies.
August 5, 1997: Apple gets into a standoff with Power Computing, a maker of Macintosh clones. A very public clash at the Macworld Expo in Boston marks the beginning of the end for Apple’s mid-1990s strategy of licensing the Mac operating system.
“If the [Mac] platform goes closed, it is over,” predicts Power Computing CEO Joel J. Kocher of Apple’s strategy. “[It’s] total destruction. The kiss of death.” Of course, things don’t turn out exactly like that for Apple…
August 4, 2008: In an internal memo, Apple CEO Steve Jobs owns up to mistakes in launching MobileMe, spinning the company’s bungled cloud service rollout as a learning opportunity.
“It was a mistake to launch MobileMe at the same time as iPhone 3G, iPhone 2.0 software and the App Store,” Jobs writes in an email to Apple employees. “We all had more than enough to do, and MobileMe could have been delayed without consequence.”
August 3, 2009: Google CEO Eric Schmidt resigns from Apple’s board of directors amidst increasing competition between the two companies.
The root of the problem? The growing feud over Android’s encroachment on iOS as the two smartphone platforms battle for dominance.
July 30, 1979: Apple engineers begin work on the Lisa computer, the company’s first machine to come with a graphical user interface and mouse.
Incorporating technology Steve Jobs saw at Xerox PARC, the Lisa looks like a surefire hit for Apple. Things don’t turn out exactly like that, however.
July 27, 1955: Joanna Hoffman, who will join the original Macintosh and NeXT teams and become Steve Jobs’ first right-hand woman, is born in Poland.
Six months younger than Jobs, the marketing executive is one of the few people willing and able to stand up to the oftentimes-fierce Apple co-founder during the first part of his career.
July 24, 2006: The world gets its first glimpse of Apple’s new wireless Mighty Mouse, a multibutton Bluetooth device with super-accurate laser tracking.
Photos of the accessory come to light through an Apple filing with the Federal Communications Commission. Apple will launch the device the very next day.
July 21, 1999: The iBook, Apple’s colorful clamshell laptop that’s a hybrid of the iMac and the PowerBook, arrives and launches a Wi-Fi revolution.
Apple’s new AirPort networking card is the key component that delivers cable-free internet access to the masses for the first time.
July 20, 2007: Just a month after the original iPhone goes on sale, the first third-party app gets compiled and launched for the new platform. The Hello World app serves more as a proof of concept than a serious tool. However, it clearly demonstrates that third-party apps will become a cornerstone of the new iPhone economy.
It’s a shame Apple doesn’t get the memo.
July 17, 2002: Apple ships a new super-sized iMac G4 with a 17-inch widescreen LCD display that becomes the envy of most computer users at the time.
“The best consumer desktop just got even better,” says Apple CEO Steve Jobs of the company’s new all-in-one computer in a press release. “Having this gorgeous 17-inch flat screen floating in mid-air right in front of you is simply breathtaking. There’s nothing like it in the PC world.”
He wasn’t wrong!
July 13, 2006: Apple releases its first activity tracker, the Nike+iPod Sport Kit, which combines Cupertino’s popular music player with a smart pedometer.
The product marks Apple’s first step toward the kind of mobile health-tracking initiatives it will pursue in the following decade — most notably through its iOS Health app and the Apple Watch.
July 12, 2010: The iPhone 4 suffers a major blow when respected trade publication Consumer Reports says it can’t, in good faith, recommend the new Apple smartphone. The reason the magazine refuses to give its vaunted “recommended” label to the previously top-ranked device in its devastating iPhone 4 review? A little Apple scandal called “Antennagate.”
July 11, 2008: The iPhone 3G goes on sale. Expectations for the smartphone sequel run high, and Apple delivers with the addition of GPS, faster 3G data and a higher-quality build. The iPhone 3G launch also brings a new mobile operating system packed with features.
Apple’s second smartphone runs iPhone OS 2, which introduces a better Mail app, turn-by-turn navigation and a little something called the App Store.
July 10, 2008: Apple launches the App Store, an online hub that lets iPhone owners browse and download apps made by third-party developers. Transforming the iPhone from a locked-down platform to a generative one, the App Store means that every iPhone user can have his or her own “killer app” depending on the software they want — from social networking to composing music to playing games.
One of the most significant launches in Apple history, the App Store opens up a whole new revenue stream for Cupertino. It’s hard to believe that Steve Jobs was originally dead-set against it!
July 8, 1997: Steve Jobs begins his path to becoming chief executive officer of Apple, after former CEO Gil Amelio departs the company following a massive quarterly loss. Also leaving Apple is Ellen Hancock, executive vice president of technology.
To run Apple’s day-to-day operations, CFO Fred Anderson takes over until a new CEO can be found. Jobs, meanwhile, moves from strategic adviser to take “a more expanded role with Apple’s board and executive management team,” according to CNN Money.
Cupertino’s turnaround has started!
July 7, 2011: Three years after its launch, the App Store passes 15 billion downloads.
This represents a major milestone for Apple. The App Store offers more than 425,000 apps, which give the iPhone and iPad incredible capabilities and add to the devices’ wide appeal.
July 6, 1997: Following a massive quarterly loss for Apple, board member Edgar S. Woolard Jr. calls CEO Gil Amelio and informs him that he needs to step down. “You’ve done a lot to help the company, but the sales haven’t rebounded,” Woolard says.
Steve Jobs, who recently returned to the company he co-founded, denies being responsible for Amelio’s ouster. However, the move results in Jobs becoming Apple CEO for the first time. Now it’s time for a real turnaround!
July 4, 1985: Apple co-founder Steve Jobs visits Moscow for the first time, with the aim of selling Macs to the Russians. During his two-day trip to the Soviet Union, Jobs lectures computer science students, attends a Fourth of July party at the American embassy and discusses opening a Mac factory in Russia.
He also reportedly almost runs afoul of the KGB by praising assassinated Marxist revolutionary Leon Trotsky.